Presented by: Utkarsh

Shivali Gupta
7/4/2015

History of Samsung

It was established in 1938 by Founder Byung

Chun Lee as a trade and export company in
Korea.

They used to sell fish, vegetables and fruits to

China.

It became the co-operation in 1951.

From 1958 Samsung began to diversify its

business to other sectors like financial, media,
chemical and ship building.

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History of Samsung

In 1969, Samsung electronics was established

producing Television, Radio, Mobile, Computer
and other electronic devices.

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How did Samsung became

Worlds No.1 Smart Phone Maker

In 1993, Chairman Lee gathered his colleagues

and laid out a plan to transform Samsung, then it
became one of the most powerful electronics
manufacturer on earth.

He decided to go through the high-volume, lowquality manufacturer to a high-quality one.

Firstly, they decided to make the key components

for that industry which requires lot of money to
manufacture & they started with micro processor
and micro chip.

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How did Samsung became

Worlds No.1 Smart Phone Maker

In 1991, Samsung started making LCD panels it

sold to other television brands.

In 1994 it started making flash memory for

devices such as iPod and smart phones.

The bigger screens proved to be a major selling

point for Samsung.

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How did Samsung became

Worlds No.1 Smart Phone Maker

Now, Samsung smartphones come in sizes

ranging from 2.8 inches to 5.7 inches.

Apples approach is fewer models, each of them

uniquely designed. Samsungs is to try
everything, and fast.

Samsung employees are given incentives to

come up with ideas like these. A cost savings is
calculated, and a portion of that is returned to
the employee as a bonus.

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Market Analysis
As Samsung has risen, others have failed:

Motorola was split up and its handset business

sold toGoogle.

Nokia watched its long-standing No.1 position

erode when it got blindsided by smart phones.

The Sony-Ericsson (ERIC)partnership dissolved.

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Competitors

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Competitors

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Samsung v/s Apple

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Perceptual Mapping

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Segmentation

Demographic by Age:
- Middle Age groups
- Teenagers
- Executive class

Behavioral Segmentation.

Technological Segmentation.

Designing the new products on the latest trends.

Apt prices for all income groups of the society.

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Targeting

Trendy young people.

Professionals.

Large businesses.

The common cellular phone users.

Target is not only number driven but also about

acquiring and retaining customers.

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Positioning
Income /
psychologi
cal profile

Flamboyan
t

Sophisticat Traditional/ Miserly

ed
conservati
ve

High net
worth
income

Edge
series /
iphone 6
gold

Galaxy s6,
note4/
iphone 5s

Upper
-Upper

Galaxy s6,
note4/
iphone 5s

Galaxy
alpha

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Note 3 /
iphone 5c

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Positioning
Income /
psychologi
cal profile

Achiever

Striver

Upper

Galaxy
alpha /
xperia z3

Galaxy s4 /
xperia z1

Upper
middle

Galaxy s3 /
xperia ZL

Grand 2 /
xperia z
ultra

Middle

Grand 2 /
knight A350

canvas
nitro a310

Lower
middle

Z1 tizen /
canvas
A311

Guru / x249 Guru / x249

, rockstar
, rockstar
C192
C192

Lower

Galaxy
star / bolt
A24

Guru / x249 Guru / x249

, rockstar
, rockstar
C192
C192

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Laggards

Destitute

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